Agency client: Frank Lane Design and Branding End client: Great Ocean Road Regional Travel (GORRT) Brief: Develop content for 68-page A5 travel guide, distilling the broader Great Ocean Road brand along with multiple individual destination brands, each with their own brand toolkit and defined personality. Create aspirational and engaging intro copy for themed sections plus…
Tag: copywriting
Web content for Geelong Disabled People’s Industries (GDP)
Agency client: Paul Kelly Creative End client: Geelong Disabled People’s Industries (GDP) Brief: Develop fresh web content for this NFP, shifting focus to the ‘why’: providing meaningful work for people with special needs. Interview GM to gain insights, rewrite existing pages and create new, compelling content for Employment page. Use clear, accessible language.
Fresh content for TAC Annual Report 2021-22
Client: Transport Accident Commission (TAC) Medium: Print Brief: Review and copy edit draft content for the Our People section of annual report (approx 8,000 words). Focus on consistency of voice and tone, accessible language, engaging flow, plus spelling and grammar conventions.
Great Ocean Road 2017/18 Travel Planner
End client: Great Ocean Road Regional Tourism Client Agency: Frank Lane Design + Branding Agency Medium: 64pp A5 printed booklet Brief: Develop engaging, motivational editorial content full of stories, people and inspiration. Required interviews of Great Ocean Road personalities, research, development of editorial copy + “must-do” experiences covering key themes, plus focus on villages and…
Article/Book Review for Geelong + Surf Coast Living magazine
Client: Geelong + Surf Coast Living magazine, Australia’s 2017 Consumer Publication of the Year Brief: Develop an article/book review around Surfing in the Sixties and its connection to the Surf Coast, including interview with local identity, Barrie Sutherland. Titled Tribes and Trailblazers, the piece was published in Autumn 2017 edition.
8 x blog posts for Luxury Property Selection
Client: Harcourts International Brief: Develop a series of 8 x blogs for Luxury Property Selection, an international marketing brand, owned and operated by one of the world’s leading real estate organisations, Harcourts International. Research topics (Children’s Features in Luxury Homes, Top Media Technology in Luxury Homes, Luxury Swimming Pools, Talking Point: Art, Top Outdoor Tech in Luxury…
Web Content for Truffleduck
Client: Truffleduck Agency: Paul Kelly Creative Brief: Substantially edit and polish content for new website for leading Geelong events and catering business. Briefed to focus on engaging copy that speaks to the depth and breadth of this iconic business, and tells the story of their journey. Content includes Home page, About page, catering disciplines, separate pages for…
20 x team bio’s for IDP Lawyers
Client: IDP Lawyers, an independent law firm located in Melbourne providing legal advice and expertise in managing the defence of accident compensation disputes, primarily for WorkSafe Victoria, and medical law disputes on behalf of a medical indemnity insurer. Brief: Develop content for 20 x team bio’s for legal partners and lawyers including phone interviews, collating professional and…
About Sheryl Allen
I wrangle words (so you don’t have to). No more tears. No more fears. No more wasting your time and energy struggling to hit the sweet spot with your brand/business copy. That’s where I step in. (Truly, I see myself swooping in wearing a cape, but let’s keep it real.) As a professional freelance copywriter,…
You’re worth it! Holding your ground on freelance rates
I’ve been a freelance copywriter for longer than I own up to in fresh company. Over the years I’ve inched my professional rates up – gradually and mostly at the insistence of my accountant. I’ve accumulated experience and developed skills that make my current rates fair for the value I offer. I’m not a big-four…
I write the signs. I write the signs. (Interpretative content guidelines for professional copywriters)
As a professional copywriter bereft of a specialty, I get to work on a remarkable array of projects. One of my favourites is developing content for interpretative signage (or interp’s projects, as they’re known in the industry). You’ve all seen them … those signs fringing the trail as you wander through coastal wetlands, the storyboards…
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